With the end of the World Cup, soccer jerseys are hot on the market. So why not customize your own? By appointment only at the Football Concierge, Nowhere FC can create the kit of your dreams. Located at 100 Forsyth Street, you can play a game of pick up across the street, while your jersey is hot on the press. The House of Marley had the opportunity to go behind the scenes and document the process of customizing a jersey. It was a sight to see, check the photos below. We even got in touch with founder Diego Moscoso (designer for Marc Jacobs and Supreme) and picked his brain about his company.
1. When did you guys first link up with House of Marley?
We met them through TheGoodlife! who have a creative agency and team in our league; we’ve known them for years through their parties and recently got introduced to House of Marley and some of the sound systems they make we use for our space. Love it so far.
2. When did Nowhere FC form?
We’ve had a team called Nowhere FC for years in the Bowery leagues and Adidas Fanatic league. We make our own kits and work with a large label company called Avery Dennison who makes a lot of the actual badges for Nike and Adidas, used on the top pro and national team kits. They test and make samples of most of their new sports labels and branding with Nowhere FC and use this to create new ideas for the big brands and clubs for future use. We’ve been doing this for a while and so for World Cup we wanted to put all the things we’ve been making into one space for our fans and friends to touch and get to sample on their own jerseys. So we thought to make a “travel agency” that brings Brasil to NY for the month. it’s called the Football Concierge, taking private appointments at 100 Forsyth next to the Chinatown field that is home to our league and team.
3. What is the design process before you start to make a jersey?
We appreciate the history of jerseys, and in soccer, there is a long history. For over 150 years clubs from all over the world, beginning in England, have been making variations of their home, away, and alternative kits to wear as a flag for their identity abroad. We follow in this tradition and design our own stuff that tells our story in NY, but also how we see global soccer, a reflection. Our color is Maroon, to symbolize being from Nowhere and the “Maroons” of Latin American colonialism, escaped slaves and runaway indigenous people who made their new nomad colonies for survival, often in the mountain tops. The Spanish word cimarrón was used, meaning like “in the mountaintops”, in reference to the people, ultimately translating and becoming the root word Maroon in english: to be isolated in a remote area, etc. Our process is about telling stories, and for this world cup event we allowed friends and guests to use our menu of graphics to make their own jersey that tells their custom story.
4. What is your favorite jersey you have customized?
Each is fun, one on one with people you never know what you will get. I like to be surprised by people and letting them design or customize is where that happens. Better than being in an office any day.
5. What is the most complicated jersey you have customized?
There have been many over-the-top ideas. the more complicated the better, especially if it’s really ugly. It still looks better than NASCAR.
6. What makes The Football Concierge unique and stand out against its competitors?
We don’t have competitors. We are just making stuff, don’t know anyone else who makes things in this way. I’d say we are competing with Nike, Adidas, Puma, and Major League Soccer, etc. Competing for the minds of future football fans to follow authenticity and inspire them to create their own identity and not let FIFA or the brands dictate to them what football or style looks like.
7. Do you plan on expanding the business in the near future?
It’s inevitable I guess. Football is a religion, it’s not my hand that makes these jerseys, it’s the hand of God.
8. Any dope collaborations from the past?
We made some great kits with Richardson magazine, I think they sell them on their site and store in NY, maybe in Japan. They have a great independent brand model and have been around for awhile in our neighborhood, so it only seemed natural. The visionary behind it, Andrew is a Liverpool man and knows what proper shirts should look like, so I’m happy with the black and white strong look he choose. It compliments our usual fruity-pebbles too much color vibe.
We’re also making some customizations to some of the Bob Marley track suits re-released by Wear Marley. They basically brought back the iconic styles that Bob wore while playing, so it was fun to see those live again, and then to be able to add our international badges and theme as we think Bob was all about ‘one world,’ and giving these to our friends in NY to wear and personalize was the icing on the cake.
9. Which staff member is the best soccer player?
Our team is all pretty decent ! Ex-college D-1, or semi-pro, mixed styles. The league we play in is real hard-body-karate these days, getting better all the time and not far from pro, with the influx of people coming to NY from everywhere. So our guys play soccer first and everything else like work and food and silliness comes second. Many of them play in other pro systems or are involved with the pro game on some level. But the Coach is the best overall international playboy, Simonez Wolf, and he’s also a chef so go figure. That’s another story in and of itself.